Uno cartons communicate deli-quality pizza in store

The
leading edge of in-store pizza marketing is shifting to the
refrigerated aisle in supermarkets, with fresh deli pizzas, and
focusing less on the freezer case.

By Jim George, Editor

Uno Foods, Brockton, MA, offers a good example of how packaging is playing a pivotal role in this trend.

Uno Foods wanted to communicate one simple message for its line of 16 pizza products: A look that suggests better-than-delivery-quality pizza. Wright Design (www.wrightds.com) met the objective by creating new packaging that suggests an upscale version of an Uno restaurant take-out carton. The holistic design also links the new E-flute corrugated cartons, from Schiffenhaus (www.schiffenhaus.com), with fonts from new Uno menus to reinforce the strong link between the food prepared at Uno restaurants and the retail products.

“Our retail offerings integrate the same mouth-watering recipes that our chefs use in our more than 200 restaurants nationwide,” says Michael Dellemonico, Uno Foods’ vice president of sales.

Using a background resembling kraft-paper, the design adds vibrant color bands and callouts, printed in three colors directly onto the corrugate, to distinguish the different flavor and product varieties. The cartons also incorporate modern, stylized elements to help the products stand out, and a die-cut to allow viewing of the pizza inside the container.